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Chris Brogan wrote a book last year entitled, “The Impact Equation” in which he introduced the term “Echo” as part of effective social media marketing strategy. For a dental practice’s purpose, Echo can be defined as finding and sharing common experiences with patients and prospective patients for the purpose of building and strengthening relationships. People like doing business with people they know and like. In his book, Chris talks about the popular singer Adele’s ability to turn her contact with fans into something much more.

“Adele sings songs about love and heartbreak that resonate with people of any age. By ‘resonate’, realize that we mean she’s built songs that Echo (echo, echo) the emotions you feel, which helps her grow her platform… She talks to people, not as a celebrity but as if they were friends…” (The Impact Equation, pp. 225–226)

Do You Talk To Patients As Friends? Do You Respond?

Do you talk with patients not as their dentist, but as their friend? Here’s a great example of a practice that understands Echo. They find “common” ground, talk with patients as friends, and religiously respond to comments:

When it comes to social media marketing, nothing discourages your patients and prospective patients faster than not responding to their social media comments. We’re all that way, right? When we say something we like to know that we were heard and that the entity we directed our comment to is listening and cares. For small businesses like your dental practice, ignore someone once and you’ll likely never see a second opportunity.

Building Relationships Builds Your Business And Retains Patients

Social media marketing is relationship marketing. One of the first and most important things you can do is convey the message, “Yes, I’m busy… But never too busy for you.” What are you doing in your practice to connect the dots between social media activity and growing your practice?

4 comments on ““Yes, I’m Busy. And Yes, I Care.””

Thanks Ann Marie, but the real thanks should come right back to you. You are always willing to take your valuable time to help us—AND I know you help lots of other orthodontists and marketers as well. By the way, I have really been enjoying your new dental marketing book, “It All Starts With Marketing”. A great read for every dental marketer: http://tinyurl.com/oeexwlj

I am curious, I’ve been advised by multiple sources (TDIC who we are insured with for professional liability) adv us against responding to comments made online.
Example: if someone writes a review on Yelp! (good or bad) we have been advised not to respond due to HIPPA violations, once we acknowledge them as a patient publicly we have broken that confidentiality. Any thoughts, because I like your style better than not responding to our patients!

Thanks for your comment, Lisa. As you know, I’m not an attorney, nor am I qualified to give legal advice. You should check with your state dental association or attorney. My understanding has always been that once someone has publicly identified him or herself as your patient, you can respond. Of course, you wouldn’t want to ever talk about specifics of any kind in public. But acknowledging their comment always seems appropriate to me. After checking with other sources, please return and comment so we can all continue to learn. Thanks.